Bing Shopping Campaigns vs Google Shopping Campaigns

Bing has been one step behind Google for so long now that their roll-out of Shopping campaigns at the end of the summer was no big surprise. And while they’ve done their upmost to ensure the easy transfer of campaigns from AdWords, some of the blogs I’ve read did not sum up completely how to set up Bing shopping campaigns and the differences between Bing and Google. This blog post will hopefully attempt to close that gap.

Checks before setting up Bing Shopping

  • Is your site SSL certified, specifically the login and checkout pages?
  • Does your site have https?
  • Do you have the FileZilla details for your site in order to upload the Bing webmaster code?
  • How are you going to upload your feed? Do you need to edit your feed first to fit with Bing’s maximum upload sizes? (see the Feed Upload section for file sizes and more details)

Bing Shopping Campaigns Set Up

  1. Click on the Bing Merchant Centre on the drop down Tool tab in Bing

Screenshot12. Create a store


Click on “Create Store” tab and then wait until you are re-directed to the next page below.

Screenshot33. Fill out your store name, your destination URL you will use in webmaster tools and a description of your store.

SSL Checkout  – Does your store have a SSL certificate for both the login and checkout pages specifically? If it doesn’t, and you select “Yes”, your store will be rejected until both the login and checkout pages are SSL certified.

How can I tell?

If you see this lock icon or have https this is an indicator you have SSL certification.


Double check by look at the “View page info” by right clicking on your site


When this box appears click on the connection tab to view the SSL certificate information:


Finally tick block aggregators, this allow Bing to prevent aggregators from including your product offers in their catalog (feed) and ads.

4. Webmaster tools

When you’ve entered and saved all your store info and clicked save you’ll the destination URL box will be highlighted in red, with a message underneath prompting you to verify your URL in Bing.


You’ll need to fill out details about your website such as country, name and URL and verify your ownership of your site. You can do this by either downloading the file BingSiteAuth.xml or copying and pasting a <meta> tag to your default web page or Add CNAME record to DNS. Once this is done you can verify your site.

Your site will take up to 3 days to be verified, in the meantime you can upload your catalog (feed) to be approved.

5. Feed upload

Minimum feed requirements

  • Merchant Product ID (MPID)
  • Product Title
  • Product URL
  • Price
  • Description
  • Image URL (use high-quality images 220×220 pixels or larger)
  • Brand*
  • SellerName (aggregator only)

Highly recommended feed attributes

  • MPN
  • UPC
  • ISBN
  • SKU
  • GTIN
  • Availability (Stock Status)
  • Condition
  • Product Type/Merchant Category
  • Bing Category
  • Bingads_label
  • Bingads_grouping
  • Bingads_redirect

Note: Bing refers to the feed as a catalog in the Bing Merchant Centre.

In the Bing Merchant Centre, create a catalog (note the American spelling) by selecting the “Catalog management” tab at the top and then select the “Create catalog” button.


Fill out your details including the Catalog name and your store location, remember when uploading your catalog Bing does not accept “Out of Stock” products, so you can either remove this attribute or upload the catalog anyway and Bing will ignore any products out of stock.


Different Ways to Upload Your Catalog

I prefer to upload my feed manually, however 4MB is the maximum size for uploading, which is appalling! However there are other ways to upload your feed

  1. Via FTP (For files under 1GB)
  2. Download from URL (files under 1GB)
  3. Upload multiple feeds manually (each needs to be 4MB max)
  4. Manually upload (files under 4MB)

File Types – API, XML, TXT.

If the catalogue is larger than 1 GB, you will need to separate this into different files and upload them using one of the options above.

Remember if you are going to upload your feed manually then you need to do so every 30 days to ensure that the feed is live and your campaigns will continue to run.

6. Tracking

Even if you have auto-tagging automatically enabled at the account level for your Bing account, your shopping campaign data will not import into Google Analytics. Instead this will show up as Bing organic data. So you’ll need to manually tag each URL in a separate Bing catalog (feed) with its associated shopping campaign in order to view traffic and conversions in Google Analytics.

I like to use Google’s URL builder which is quick and convenient




Add your UTM tag to the end of your destination URL in your Bing catalog (feed). If you are running multiple campaigns for the same products, then you will have to upload separate feeds with different UTM tags to be able track these in Analytics.

Therefore if you select to automatically upload your feed in Bing, you won’t be able to track these campaigns in Google Analytics. If you have a lot of products which constantly change then it may not be worth creating a Bing Shopping campaign and separate feed, since the time associated with creating UTM tags for each campaign may outweigh the benefits of being on Bing Shopping – potential conversions.

The Future

Bing currently have no future plans to change manual UTM tagging for Bing Shopping to be able to show in Google Analytics.

7. Creating shopping campaigns

When your Bing store is approved you can then start to create or import your shopping campaigns from either the feed or AdWords.

If you are creating your campaigns from scratch you can go to the “Campaigns tab” and then select “Create campaign” and “Shopping campaign” to begin.


You can create your shopping campaign in the same way as AdWords by filling out the Campaign name, settings, bids and structure in exactly the same way.

Differences between Google and Bing

Finally I’ve noticed a few differences between Google and Bing shopping campaigns so far, which I’ve outlined in the table below.

  • 4mb max upload manually, 1GB via FTP, Download from URL (under 1GB)
  • Type -Txt, xlsx
  • Referred to as catalog and not feed
  • 150,000 items
  • Type – API, xml, txt
Benchmark CPC
  • No
  • Yes



  • In stock only

  • In stock, out of stock



Certification Policies

  • SSL Certified – login and checkout page minimum


  • Secure HTTPs Cart & Checkout

Search Terms

  • Random search terms, some of which are unrelated to the product, make sure you have an extensive negative list.
  • More accurate search queries related to your product


  • Manual UTM tags for each destination URL to track each campaign in Google Analytics
  • No need to add UTM tags to track each campaign in Google Analytics, just switch on e-commerce settings in Analytics.


2 thoughts on “Bing Shopping Campaigns vs Google Shopping Campaigns”

  1. Nice article Sarah

    Just wanted to add to point 6. Tracking.

    If you don’t have access to the Feed you could always use {unescapedlpurl}?utm_source=bing&utm_medium=cpc&utm_campaign=Shopping&utm_term={querystring} in the Destination URL in the Product Groups tab

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